STRATEGI PEMASARAN PRODUK OLAHAN IKAN "MEREK CEDEA" DI PT. CITRADIMENSI ARTHALI MUARA BARU JAKARTA UTARA

Abstract

This research to study marketing strategy of fish processed products “Cedea Brand” at PT. Citradimensi Arthali Muara Baru Jakarta Utara. The company privantaly owned that produces processed fish products (frozen food). PT. Citradimensi Arthali has several obstacles on their marketing system that is processed fish of Cedea brand is frozen food, no have official digital store, branding less, production was relatively limited, not yet doing promotion maximal. The purpose of this research including (i) To analyze internal and external environmental factors that impact the marketing of PT. Citradimensi Arthali (ii) To analyze marketing strategy that have been implemented by the company (iii) Developing alternative strategy for marketing processed fish products at PT. Citradimensi Arthali. The sampling method in this study uses a “purposive sampling” where the respondent an “expert adjustment”. The results of valculations using the IFE and EFE matrix, internal factor affecting that is (i) corporate organization has been formed (ii) a tastier flavor of processed fish (iii) product trendy (iv) processing already using advanced technology. Meanwhile external factor affecting that is wide of market share. The results of calculations QSPM analysis concluded priorities of alternative strategy that can be applied by PT. Citradimensi Arthali is developing markets by expanding markets and providing information and introducing products to new area.